Using visitor context and web page features to select web pages for display

One or more computer-readable non-transitory storage media embodying software that is operable when executed to:

• access a current-visitor context of a current visitor to a web page in a current web-browsing session, the current-visitor context comprising one or more data associated with or concerning the current visitor;
• select based on the current-visitor context a particular one of a plurality of possible instances of the web page for presentation to the current visitor, the particular one of the plurality of possible instances of the web page being substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the current-visitor context.

A system comprising:

• means for accessing a current-visitor context of a current visitor to a web page in a current web-browsing session, the current-visitor context comprising one or more data associated with or concerning the current visitor;
• and
• means for selecting based on the current-visitor context a particular one of a plurality of possible instances of the web page for presentation to the current visitor, the particular one of the plurality of possible instances of the web page being substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the current-visitor context.